CEO Survey - Nov 2003
“Share holder value
eroded by companies who don’t know how to sell!”
Meridian ISE commissioned research
in late 2003 amongst the CEO’s of the UK’s largest
businesses. The objective was to understand the role played by
the sales and customer management functions in achieving corporate
objectives in 2004, and in particular to highlight differences
in approach between companies whose main aim this year is to grow
sales revenue and those who have decided primarily to focus on
cost reduction.
The research underlines how few
CEO's have a sales and marketing background, and how poorly the
return on sales and customer investments is understood.
The research also compared companies
which lost market share last year to those which made headway
against their competitors. Those which slid backwards are significantly
less customer and sales focused than those which gained share
last year. This is reflected in the way their organisations are
structured, and in their perception of which investments are most
likely to drive sales revenue and thus market share.
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